| Product as Tangible Object |
Mass Marketing |
A product is a physical item offered for sale |
Now considered outdated in an era where even
manufactured goods are differentiated by value added services.
Pharmacists who see their product as a tangible object are
increasing risk of being commoditized. |
| Product as Intangible Service |
Services Marketing |
All value comes from services -- even tangible goods
which are just storage packages for services |
Completely reframes how businesses add value and
compete in the marketplace. Excellent pharmacist services can be a
source of competitive advantage because they are difficult to
copy. |
| Product as Smart Goods and Services |
Product Service Systems |
Products are an combination of physical and intangible
elements connected by advanced technology |
Combines traditional products and services with
diagnostics, mobile technology, cloud computing, machine learning,
and more. There is risk to pharmacists if they do not become a key
element in these systems. |
| Product as Solution |
Design Thinking |
Products are solutions to customers’ problems
and can come in any form |
Reaffirms the centrality of customers in the production
process and the solutions that they seek. Offers a framework for
patient-centered and sustainable pharmacist services. |
